Hawaii Visitors and Convention Bureau Honored by U.S. Travel Association

The Hawaii Tourism Authority (HTA), the state’s tourism agency, is pleased to announce that its marketing contractor, the Hawaii Visitors and Convention Bureau (HVCB) has been honored by the U.S. Travel Association with a 2012 Destiny Award for Best Use of a Social Media Platform for its “Perfect Moments”Facebook campaign.

“We would like to congratulate the HVCB on receiving the U.S. Travel Destiny Award for their social media campaign,” said Mike McCartney, president and CEO of the HTA, in a written release. “This is the second time since 2003 that the HVCB has been honored by U.S. Travel for their marketing campaigns and is a testament to their successful strategies in promoting the Hawaiian Islands as a unique destination to the North America market.”

The HVCB ran the month-long Facebook campaign from May 31 to June 30, 2011, in partnership with ABC Television Los Angeles urging viewers to visit Hawaii’s Facebook page. Users were asked to submit a photo of their “Perfect Moment in Hawaii" for a chance to win a trip for two to the Hawaiian Islands and have their image featured on a prominent billboard in Los Angeles.

More than 1,100 photos were submitted and shared, and Hawaii’s Facebook page reached the 100,000-fan milestone by the end of the contest, an increase of 22 percent during the campaign month. The campaign also helped to increase awareness and accelerated fan growth on Hawaii’s Facebook page, which currently stands at nearly 400,000.

“We’re pleased and proud to receive this industry recognition,” said John Monahan, president and CEO of the HVCB, in a written release. “It was an innovative and effective campaign, with strong creative execution, high level of consumer engagement, and exceptional results that continue to benefit the Hawaiian Islands today.”

U.S. Travel recognizes six awardees for excellence and creative accomplishment in destination marketing and promotion each year for its Destiny Awards in the following categories: Single, Targeted Promotion, Full Marketing Campaign, Travel Website, Digital Campaign, Use of Social Media Platform and Special Promotion.